While this
winter may not have had its usual bite, temperatures are still low enough to
cause health complications. To mitigate those, the NHS is launching a unique
temperature-triggered digital bus shelter advertising campaign on Monday 10
February.

NHS Leeds
Clinical Commissioning Group (CCG) has been working with Out of Home media and
infrastructure company Clear Channel and production company Voodooh to deliver
a dynamic digital advertising campaign that will remind people of the dangers
posed by lower temperatures. Leeds-based agency Umpf was behind the creative
and animation. The ads will also play on digital phone kiosks and free standing
digital screens in the city.

When the
temperature is between 1c-8c, the adverts will alert people with asthma that
colder weather can have an effect on their health. The advert will remind
people to carry their inhaler with them at all times as they could need it at
any given point.

On those
occasions when temperatures fall below 1c, the message will change to inform
people that ice can form on pavements even if the temperature does not fall
below 0c. This increases the risk of slips and falls and the potential need for
health support for minor or even more serious injuries.

Throughout the four
week campaign there will be a regular message asking people to be aware of any
weather warnings and to be mindful of any vulnerable neighbours that might need
a helping hand.

Dr Sarah Forbes, local GP and Associate Medical Director for NHS Leeds CCG, said “This unique campaign is the first time we’ve seen temperature-triggered digital bus shelter advertising used to deliver key health messages. Many people will assume that with no snow on the ground and very few frosty mornings that the weather’s not cold or wintry enough to have an impact on their health. Research shows that even when the temperature is a relatively moderate 4c-8c*, there can be considerable health impacts especially for those with underlying health conditions particularly those that affect their breathing (respiratory conditions).

“We all know that the British weather is unpredictable and a weather warning is never too far away. It’s just as important that we think of others who may live nearby that struggle to get out and about especially during periods of extreme weather. So our campaign will also remind people to look out for any vulnerable neighbours.”

People in Leeds are being encouraged to sign up to receive weather alerts from the Met Office on its social media channels – Facebook (metoffice) or Twitter (@metoffice).

The impact of
cold weather on health is predictable and mostly preventable. Direct effects of
winter weather include an increase in incidence of:

heart
attack

stroke

respiratory
disease

influenza

falls
and injuries

hypothermia

Indirect
effects of cold include mental health illnesses such as depression, and carbon
monoxide poisoning from poorly maintained or poorly ventilated boilers, cooking
and heating appliances and heating.

Who’s most at risk from cold weather?

Some people are
more vulnerable to the effects of cold weather. This includes: